JC Penney will lean into the outdoors to try to boost sales

A woman shops for clothing at the JC Penney store in Garden City, New York.

Saul Martinez | Bloomberg | Getty Images

In a bid to boost sales, J.C. Penney said Tuesday that it plans to launch an outdoor shop, selling apparel and other excursion gear, in 100 of its roughly 830 department stores next month.

The company also announced the launch of an in-house brand called St. John’s Bay Outdoor, which will be in 600 Penney’s stores and online beginning Sept. 12. It will include woven shirts, jackets, vests, waterproof pants and other gear for men transitioning from exploring the outdoors to “a night out in style,” according to the company.